eedc key messages 2012

EEDC Corporate Key Messages About EEDC Key Messages

This document is a tool you can use when communicating about Edmonton and EEDC. Use of these messages in a consistent, purposeful way is the first step in promoting EEDC’s mission of Edmonton becoming one of the world’s leading mid-sized cities by 2030. To achieve the goal of creating a world-class city by 2030, EEDC has outlined two significant areas of focus: enhancing income growth and improving quality of life.

The Purpose

The integrity of the messages we send out is essential for those we are in contact with to immediately recognize and understand Edmonton and EEDC. The aim of this guide is to assist you in the consistent use of messages related to realizing our objectives. It contains details to which you can refer to for all elements of communication.

The following sections provide messages specific to EEDC’s three main divisions, Economic & Tourism Development, Edmonton Research Park and Shaw Conference Centre.

Messages supporting EEDC’s vision and strategic objectives can be found in the Long Term Strategic Goal and Strategic Objectives and Priorities chapters.

EEDC Corporate

Overview:

Edmonton Economic Development Corporation (EEDC) provides leadership in economic development, markets Edmonton as a must-see destination, manages the Shaw Conference Centre and Edmonton Research Park, and acts as a stakeholder in TEC Edmonton, a joint venture with the University of Alberta.

EEDC is wholly owned by the City of Edmonton and is guided by a volunteer Board of Directors, comprised of local business leaders.

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INTERNAL DOCUMENT Not intended for external audiences. EEDC Key Messages are created for internal communication management purposes.

For updates, please contact the Communications Coordinator in External Relations 780.969.0495

Economic Development Key Messages Overview: Edmonton Economic Development Corporation’s (EEDC) Economic Development Division drives long-term sustainable income growth for the region by serving as a cross-industry advocate, liaison and strategist. Role: Business/Industry

Markets Edmonton's business-friendly environment Builds relationships and facilitates connections within and across industries Engages organizations to support business growth and retention Executes sector-specific initiatives, in conjunction with industry Assists companies with site selection Matches business opportunities with local and foreign companies Promotes Edmonton's role as a transportation centre Supports targeted sector trade missions (to foster awareness and attraction) Facilitates information sharing to enhance business productivity Participates in regional and provincial activities to enhance industry development and diversification

Investment:

Maintains a database of investment opportunities in the region Attracts investment to the region (for specific, targeted projects) Provides information and introductions vital to investment decisions

General:

Increases awareness of Edmonton as a great place to do business, invest and live Evaluates issues and opportunities critical to the region's economic development

Workforce:

Understands current and projected workforce requirements Anticipates shifts in supply and demand, and initiates appropriate strategies Develops an effective local workforce through skills attraction, retention and development

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For updates, please contact External Relations at 780.969.0495

Economic Development’s Key Sectors:

1. Advanced Education Edmonton’s world-class educational institutions produce a well-educated, capable workforce with a positive, entrepreneurial work ethic. EEDC leverages industries and post-secondary institutions to increase the levels of student retainment while also raising the quality of education offered.

2. Advanced Technologies Edmonton is an established leader in developing advanced technologies in education, information communication technology, manufacturing, medicine, nanotechnology and transportation. EEDC collaborates with other technology incubation facilities in the region to enhance the growth of these sectors while also marketing the advantages of our region to attract investment and entrepreneurs.

3. Energy Edmonton’s energy infrastructure is built on a legacy of over six decades in bitumen, conventional oil, gas and petrochemical industries. EEDC continues to build for the future by contributing to the planning, development and promotion of a world-leading, eco-industrial petrochemical sector for Greater Edmonton.

4. Financial Services Already a strong regional financial centre, Edmonton is home to Alberta Investment Management Corp. (AIMCo), two regional banks and one of Canada's top credit unions. EEDC acts as an industry liaison while aiming to raise Edmonton’s profile as one of North America’s key financial service sectors.

5. Life Sciences The University of Alberta is a world leader in medical research and attracts world-leading innovators, while Edmonton’s health facilities such as the Institute for Reconstructive Sciences in Medicine, the Stollery Children’s Hospital, Glenrose Rehabilitation Hospital and Mazankowski Heart Institute are internationally recognized. EEDC supports these efforts by working with partners to attract more research and venture capital funding to develop and market products.

6. Tourism * See the Edmonton Tourism Key Messages

Economic & Tourism Development’s activity is broad in scope and as such key messages are contained throughout the EEDC Corporate Message Map, Edmonton Research Park Message Map and Shaw Conference Centre Message Map.

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Edmonton Tourism Key Messages Overview: Edmonton Tourism, a division of Edmonton Economic Development Corporation (EEDC), promotes Greater Edmonton as the destination of choice for tourism, conventions, major events and film production. Role:

Attracts conferences, business travel, sports and cultural events Builds global recognition Works to leverage greater international access to the region Supports members of the Tourism Industry Partnership by offering professional development, networking

opportunities, assistance with marketing and business recognition

Promotes regional festivals, cultural events and visitor attractions Manages Edmonton’s Visitor Information Centres Promotes Edmonton leisure travel to airlines, tour operators and consumers Provides film production location scouting assistance and budgeting breakdown Ensures film-friendliness and cost effectiveness

Edmonton Tourism Key Sectors: ➦ Business Travel By attracting conferences, business travel, sport and cultural events to the region, Edmonton Economic Development Corporation draws tens of thousands of people to the city each year.

➦ Event Attraction Edmonton Economic Development Corporation is dedicated to positioning Edmonton as one of the world's most desirable event host cities by reaching out to all local, national, and international cultural and sport organizations, ensuring the optimum setting for prestigious events.

➦ Film The Film Commissioner promotes Greater Edmonton as the choice location for movie and television productions, further diversifying the local economy and placing Edmonton on the world-stage.

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➦ Leisure Travel Edmonton Economic Development Corporation teams up with airlines, tour operators and Industry partners to promote Edmonton as an exciting and culturally diverse destination in the global marketplace.

Economic & Tourism Development’s activity is broad in scope and as such key messages are contained throughout the EEDC Corporate Message Map, Edmonton Research Park Message Map and Shaw Conference Centre Message Map.

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Edmonton Research Park (ERP)

Overview: Managed by Edmonton Economic Development Corporation (EEDC), the Edmonton Research Park (ERP) houses dozens of research-oriented companies in high-opportunity sectors and is designed to maximize synergy and collaboration among these knowledge-based firms. The ERP has a role in the execution of the provincial technology commercialization strategy and is a stakeholder in TEC Edmonton, a joint venture with the University of Alberta, which also supports technology start-ups.

ERP is a proud member of the Regional Alliance, a group that allows companies to gain insight and value from institutions such as TEC Edmonton, novaNAIT, Northern Alberta Business Incubator (NABI), Business Link, the National Institute for Nanotechnology (NINT) and the NRC Industrial Research Assistance Program (IRAP). Role:

Provides space and entrepreneurial support services to Edmonton’s start-up technology companies. Helping emerging

companies succeed by reducing risk and providing connections to business mentoring, equipment, facilities, funders, marketing and other services

Maximizes the potential success of businesses involved in technology commercialization, specifically in the areas of biotechnology, clean technology, nanotechnology, energy extraction and process support services

Positions ERP tenants and other local innovative companies to maximize their probability of success through more efficient interaction with the provincial and federal research and innovation systems, and other like-minded companies

Works collaboratively with other incubation facilities in the region in the implementation of a technology commercialization strategy

Secure tenants for the development of the remaining lots at ERP and advance the completion of the proposed Southlands development

Participates in an EEDC focused information campaign to tell the world about the advantages of the region Attracts investment and smart people to build next-generation technology, enhancing Edmonton’s global recognition and

quality of life.

Note: These messages are also contained in the Edmonton Message Map.

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Edmonton Research Park...

An Incubator for Start-Up Fostering Diversity A World-Class Centre for Encouraging Intellectual

Companies Innovation Excellence in Edmonton

The successful Biotechnology Lease More than 1,500 people work for The ERP provides easy access to The Edmonton Research Park, TEC Program at the ERP helps to stimulate nearly 55 companies in the Edmonton resources and world-class facilities. Edmonton, novaNAIT, NINT (National the development of early stage Research Park. They are engaged Edmonton is home to a skilled Institute for Nanotechnology), NABI technology companies by offering in advanced research in medicine, workforce, a world-class technology (Northern Alberta Business Incubator), affordable, flexible lease space. biotechnology, software, petroleum community, superior facilities and The Business Link and NRC Industrial

research, cold-climate engineering, a business environment that values Research Assistance Program (IRAP) lifesciences and nanotechnology.

1 technology and progress. formed the Regional Alliance Group to further establish Edmonton’s well- funded infrastructure for technology development and commercialization.

The Advanced Technology Centre Total research & development Products and processes developed Growing nanotechnology in (ATC) is a high-technology incubator spending in Alberta for 2008 was in the ERP are sold around the globe.

3 Edmonton. The ERP is home to facility with an award winning design, approximately $137 million and Companies at the ERP such as the Alberta Centre for Advanced showcasing distinctive architecture projected to reach $154 million in Schlumberger, a major international Microsystems and Nanotechnology and offering a campus-like 2010.

2 oilfield services company and Products (ACAMP, Mircoline NanoFab, community. Sinoveda, a producer of health & MIMS), a $11.5 million facility.

4 remedy products are investing and

relying heavily on their operations at

the ERP to help drive international

growth of their products and services.

The 50, 000 square-foot Biotechnology Edmonton is home to 57 per cent of To ensure the continued growth of Housing outstanding organizations. Business Development Centre provides Alberta’s biotechnology companies.

5 innovation and ideas, the ERP will be Operating out of the ERP, C-FER won lab and office space to companies researching a long-term strategy to the 2009 ASET Technical Employer of in the early stages of development of expand the south area of the park. the Year Award, for their outstanding bio and nanotechnology research, contribution to technology and an products and services. organization that excels at supporting,

promoting, utilizing and rewarding technicians and technologists.

The ERP’s Research Centre One Innovotech, a tenant of the ERP building has flexible lab and office received the 2010 Innovation space for second-stage companies. Excellence Award from EEDC for their The facility is comprised of condo-style continued innovation in a risk-laden office space – each company has industry. Innovotech caters to a independent access. national and international clientele in

medicine, agriculture and industry.

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Shaw Conference Centre (SCC) Overview: The Shaw Conference Centre is Edmonton's flagship hospitality venue, managed by Edmonton Economic Development Corporation to provide economic and social benefits to the local community, while keeping Edmonton the centre of attention nationally and globally. Each year, the Shaw Conference Centre provides exceptional guest experiences and outstanding customer service to half a million guests, generating an estimated $47 million to the regional economy.

Role Works in partnership with Edmonton Tourism and through direct sales, to secure international and national conventions that

will grow the local economy.

Delivers world-class facility and banquet services focused on top customer service standards.

Manages the building to the highest industry standards for profitability, sustainability, and health and safety.

Acts as a local catalyst, engaging community partnerships to grow social and economic benefits for the community. Note: These messages are also contained in the Edmonton Message Map.

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The Shaw Conference Centre…

Economic Driver in Reducing Its Culinary Contributes to the Iconic Venue in Provides High-

Edmonton Environmental Impact Excellence Community Edmonton Quality Service

SCC has reached SCC’s 2010 environmental Chef Simon Smotkowicz has SCC is a founding partner of Built into the side of the SCC is a one-stop capacity, and is building a efforts resulted in a diversion won gold on the national Homeless Connect, a broad-based riverbank in the heart shopping experience for strategy to accommodate rate of 65% per cent. and international culinary community inspired initiative that of downtown, SCC meeting and convention the increased demand in the stage. Twice named provides a range of free services to provides access to over planners. Event organizers convention market. Canada’s National Chef of the homeless and those at risk of 2,000 downtown hotel can arrange everything

the Year and is the 2012 becoming homeless. For its efforts, rooms plus shopping, from audio/visual to design Team Business Manager for SCC received the 2012 “Partnership entertainment, dining, and and décor all in one Culinary Team Canada. for Success” ROOPH award from North America’s largest place. Homeward Trust Edmonton. urban park system.

SCC’s economic impact FRESH is an innovative SCC’s Executive Pastry Chef The pARTnership Gallery is a joint The unique architectural SCC provides on-site for Greater Edmonton in 2011 program that supports James Holehouse is one of initiative of the Shaw Conference design of the Hall D audio, visual and trade was $47 million. conference and meeting six chefs that represented Centre and Edmonton Public addition incorporates show equipment support

planners in creating unique Team Canada and won Schools to highlight the work of spectacular 30-foot high services. Edmonton experiences gold in the 2010 World local student artists and promote windows offering dramatic

that are environmentally, Culinary Olympics. excellence in public education 270-degree views of

socially and economically at all grade levels. Edmonton’s scenic river

responsible. Clients can plan valley.

and evaluate events with

the FRESH program allowing

meeting organizers to reduce

their environmental impact.

www.edmonton.com/fresh

SCC’s mandate is to bring SCC’s Simple Steps initiative The chef integrates local In partnership with the Art & SCC hosted SCC has experienced new spending into the encourages participation in Alberta food products into Design in Public Places program, approximately 740 events in staff who delivers excellent regional economy by making the creation of environmental the centre’s menus. SCC began showcasing year- 2011 and attracted over half a service that is highly Edmonton the destination and social sustainability long exhibits by local artists in million attendees per year. regarded by returning for conferences and major practices throughout the 2006. This program is designed clients. events. facility. SCC is a partner to help revitalize Edmonton’s

in the FRESH program. downtown core.

SCC received the award of In 2011, SCC received In-house catering allows for The Canadian Culinary SCC’s food and beverage Venue of the year from The the Building Owners and customized menus that are Federation, Edmonton School service is housed under Greater Edmonton Chapter of Managers Association suited to a client’s needs Boards and NAIT, the SCC one roof. Meeting Professionals (MPI) in (BOMA) BEST certification. and budget. created the High School Culinary

2012. . Challenge to encourage high

school students to pursue careers

in the culinary arts. Greater

Edmonton’s high school students

compete for scholarships and

apprenticeship placement with

Edmonton’s leading chefs.

SCC received the Recycling SCC Sous Chef Serge Belair SCC was awarded a 2008 Human

Council of Alberta’s 2010 won the 2012 Canadian Rights Award for Excellence by

Corporate Leadership Award Culinary Federation’s Chef- Human Rights City Edmonton, a

in recognition of its of-the-Year award. He is also project facilitated by the John

environmental initiatives. a member of Team Canada, Humphrey Centre for Peace and

which will compete in the World Human Rights.

Culinary Olympics in Fall 2012.

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eedc key messages 2012

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